P&J Custom Window Coverings
Manufactures, and sells direct-to-public, window shutters, blinds and shades.
Headquarters in Fresno, California
Service Area: The Central Valley from Visalia and Fresno up to Merced, Modesto, Stockton and Sacramento. The south and east Bay Area regions, including San Jose, Fremont, Walnut Creek, Pleasanton and Concord.
Objective:
Create a new and visually compelling website focused on converting website traffic to leads (form fills and phone calls requesting in-home consultations).
Identify advertising tactics that engage consumers at all levels of the sales funnel, with particular focus on lower-funnel tactics aimed at shoppers ready to buy.
Pre-COVID Results:
Increased revenue 31% during an eight-month period prior to COVID, with the same marketing budget.
Increased leads by 50% during same eight-month period prior to COVID, allowing for higher margins through price increases and decreased use of discounting.
Post-COVID Results:
After a flat YOY revenue during the first two months of COVID, revenue increased 23% YOY during the subsequent six months, with a marketing budget reduced by one-third.
Despite lower marketing budget, leads remained strong allowing for higher revenue and margins on reduced expenses.
Website Development & SEO
Lead-Generator
Amplify Advertising developed a new website for P&J that told a compelling story of its products and services, as well as optimized it for pulling in form-fill leads and encouraging phone calls. Our approach with SEO was focused on its highest-margin products, with progress set up in a dashboard format and tracked over time.
P&J Campaign Digital Tactics
Social Media
Amplify Advertising developed a multi-market, multi-ad Facebook and Instagram social media strategy that raised the awareness of P&J’s products and drove people to its site - driving form-fill leads and phone calls.
Search Engine Marketing
Amplify Advertising focused a Google search ad campaign on P&J’s highest-margin product, driving bottom-of-the-funnel leads to its website. Again, a multi-market, multi-ad strategy lifted overall performance.
Banner Ad Display
Amplify Advertising utilized banner ads to re-target people who had visited pandjwindowcoverings.com, staying top-of-mind with them. In addition, Amplify leveraged display creative to brand P&J.